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This New York startup thinks it's created the Rotten Tomatoes rival that movie studios have been asking for

MovieGrade. Sarah Jacobs/Business Insider

Love it or hate it, Rotten Tomatoes has completely shifted how movies are marketed.

Over the summer, the review aggregator website proved just how much of an influence it has on general audiences as Sony strategically lifted the review embargo on “The Emoji Movie” so close to when it opened in theaters that its eventual rotten score didn’t completely destroy the movie’s opening weekend box office figures.